Google expands Web to App Connect across multiple campaign types

Google announced on September 5, 2025, a significant expansion of its Web to App Connect functionality across multiple campaign types, introducing unified workflows for managing cross-platform conversions and enabling app install tracking from web campaigns. According to the announcement, "Web to App Connect is expanding! You can now drive clicks directly to your app from YouTube Ads, Hotel Ads, and Demand Gen campaigns in addition to Performance Max, Search, and Shopping campaigns."

The update addresses long-standing challenges advertisers face when managing campaigns across web and mobile app platforms. Steven Li, Global Product Lead for Web and App at Google, stated in the announcement that "managing your advertising across both your website and app can be complicated. Delivering a consistent, unified experience for your customers is essential, which is why we're excited to announce new Google Ads features aimed at bridging this gap."

YouTube Ads emerge as primary expansion channel

YouTube Ads represent the most significant addition to Web to App Connect functionality. According to Google's internal data from April 2025, "advertisers can see a 2x increase in overall conversion rates when implementing Web to App Connect for YouTube," demonstrating measurable performance improvements when directing users from video content to mobile applications. The deep linking experience operates across both iOS and Android devices, enabling seamless transitions from YouTube ad interactions to specific app destinations.

Previously limited to Search and Shopping campaigns, Web to App Connect now supports YouTube Ads, Hotel Ads, Performance Max, and Demand Gen campaigns, expanding deep linking capabilities to additional Google advertising channels. This capability addresses the challenge of maintaining user engagement when transitioning between YouTube viewing and mobile app experiences. The feature offers "a seamless deep linking experience for customers on both iOS and Android devices," according to the documentation.

The expansion builds upon previous Web to App Connect functionality that Google first introduced in June 2022 for Search and Shopping campaigns. That initial tool enabled advertisers with apps to identify missing deep links, set up conversion tracking in-app, and estimate conversions and revenue generated in-app from web campaigns.

Unified workflow consolidates web and app management

The expansion introduces unified workflows designed to simplify campaign management across web and app touchpoints. According to the documentation, the new experience includes in-product nudges that "get helpful, data-driven suggestions when building new campaigns or setting up new conversions to ensure they are being optimized towards in-app events."

A new conversion setup page now automatically bundles app events with corresponding web events. The system provides "a complete view of your conversions" by integrating web and app conversion data into a single interface. This unified approach addresses fragmentation that previously required separate management of web and app conversion tracking within Google Ads campaigns.

A combined overview card on the Google Ads homepage now displays side-by-side performance metrics for web and app campaigns. The interface consolidation enables advertisers to evaluate cross-platform performance without navigating between different reporting sections. Advertisers can "see a side-by-side comparison of your web and app performance all in one place on the Google Ads homepage," according to the announcement.

These workflow improvements complement broader changes to Google Ads campaign management that the platform has implemented throughout 2025. Google has systematically moved advertisers toward automated campaign types, with Performance Max campaigns positioned as replacements for traditional Display advertising.

New measurement feature tracks app installs from web campaigns

The Web to App Acquisition measurement feature enables tracking of app installs generated by web campaigns for the first time within Google Ads reporting. According to the announcement, "the new Web to App Acquisition measurement feature helps you understand exactly how your web campaigns, such as Search and Shopping, are driving new app installs and first in-app conversions."

The documentation emphasizes that "for the first time, you can now attribute these insights to your web campaigns, giving a more accurate view of your campaign performance." Search and Shopping campaigns can now attribute app installs and first in-app conversions directly within campaign reporting interfaces. The measurement system tracks the complete user journey from web ad interaction through app installation and subsequent in-app behaviors.

The attribution methodology utilizes enhanced measurement techniques that connect web campaign interactions with mobile app installations across different devices and platforms. This cross-device tracking capability addresses modern consumer behavior patterns where users research on web platforms before installing and engaging with mobile applications. Campaign reporting pages now display "Web to App first conversions" metrics alongside traditional performance indicators.

This measurement capability addresses attribution challenges that previously required external tools or complicated attribution modeling. The development aligns with recent efforts by Google and third-party partners to improve web-to-app marketing attribution. In September 2025, Adjust and Google Ads released a comprehensive handbook detailing technical implementation for web-to-app flows, including Smart Banners and Smart Scripts for accurate attribution.

Performance Max campaigns gain enhanced app capabilities

Performance Max campaigns, which utilize machine learning to display advertisements across Google Search, Display, YouTube, Gmail, and Maps, benefit from the expanded Web to App Connect functionality through enhanced automation capabilities. The integration aligns with Google's broader strategy of unifying automated campaign management across multiple advertising channels.

According to the announcement, advertisers can now "guide users to your app, where they are often more engaged and ready to convert" while simultaneously optimizing "campaigns efficiently across both web and app touchpoints for optimal performance." The system enables comprehensive attribution that "gives you a more accurate view of your performance" by tracking complete customer journeys rather than channel-specific metrics.

Performance Max campaigns have become central to Google's advertising strategy, serving as the default campaign type for new advertisers. The platform combines search campaigns with other Google properties to maximize conversions across the advertising network. Google has implemented over 90 quality improvements to Performance Max during 2024, according to the company's internal metrics.

The Web to App Connect expansion continues Google's pattern of consolidating campaign management within automated systems. Recent analysis indicates that Google has been systematically moving advertisers toward automated campaign types throughout 2025. The company introduced AI Max for Search campaigns in May 2025, followed by enhanced reporting capabilities and transparency features across multiple campaign types.

Implementation requires Help Center configuration

To implement the new features, advertisers must visit the Web to App Connect Help Center page for setup instructions. The documentation provides technical guidance for configuring deep linking functionality across the expanded campaign types. The system requires proper app linking configuration on both iOS and Android platforms to enable seamless transitions from ad clicks to app destinations.

Technical requirements include establishing proper conversion tracking for in-app events and ensuring app links function correctly across different mobile operating systems. The setup process involves configuring campaign settings to enable Web to App Connect functionality and selecting appropriate conversion goals that account for both web and app interactions.

Google emphasizes three primary benefits in the announcement. First, advertisers can "attract your best customers" by guiding "users to your app, where they are often more engaged and ready to convert." Second, the platform enables advertisers to "streamline your campaigns" by efficiently targeting "users across both web and app touchpoints for optimal performance." Third, the system provides "a complete view" showing "which web campaigns are driving app installs and in-app conversions, giving you a more accurate view of your performance."

Marketing implications for cross-platform strategies

For the marketing community, these updates represent a fundamental shift in how digital advertising measurement works across platforms. The traditional separation between web and app campaigns dissolves into unified attribution models that track complete customer journeys. Similar developments in the industry demonstrate growing demand for comprehensive cross-platform measurement capabilities.

The measurement challenges addressed by this expansion stem from privacy-focused changes across mobile platforms. iOS App Tracking Transparency and similar restrictions have complicated traditional attribution methods. Web-to-app strategies provide alternative measurement approaches that maintain accuracy while respecting user privacy preferences. Budget allocation decisions benefit from unified reporting that combines web and app performance metrics.

The competitive landscape shows similar offerings from other advertising platforms emphasizing cross-platform measurement capabilities. This positions Google Ads as a more comprehensive platform for advertisers with both web and mobile app presences, addressing mounting pressure for unified campaign management and attribution measurement.

Performance optimization relies on machine learning systems that combine web and app conversion data for improved bidding accuracy. These algorithms identify users most likely to complete valuable actions across platforms, enabling more efficient budget allocation and audience targeting. The announcement represents a strategic response to fundamental changes in digital advertising attribution as consumer behavior increasingly spans multiple devices and platforms.

Demand Gen campaigns, which reach users across YouTube, Google Discover, and Gmail, now benefit from app deep linking capabilities alongside their existing web advertising functionality. This creates additional opportunities for advertisers to drive engagement through visually-rich placements that connect to mobile app experiences.

The expansion also aligns with broader transparency initiatives that Google has implemented throughout 2025. These changes reflect ongoing pressure for greater accountability in digital advertising placement and performance reporting. Marketing teams can now leverage comprehensive attribution data for strategic planning and budget optimization across integrated web and app advertising strategies.

Timeline

• June 2022 - Google introduces original Web to App Connect tool for Search and Shopping campaigns
• August 2025 - Google announces three iOS app campaign updates including Target ROAS bidding
• September 5, 2025 - Google announces Web to App Connect expansion to YouTube, Hotel, Performance Max, and Demand Gen campaigns
• September 2025 - Adjust and Google Ads release web-to-app marketing handbook addressing multi-channel attribution
• September 2025 - Google quietly adds seasonality adjustments for App campaigns
• September 2025 - Google modifies campaign setup flow to prioritize Performance Max

Summary

Who: Google announced the expansion through Steven Li, Global Product Lead for Web and App at Google, affecting advertisers managing campaigns across web and mobile app platforms.

What: Web to App Connect functionality expanded from Search and Shopping campaigns to include YouTube Ads, Hotel Ads, Performance Max, and Demand Gen campaigns, with new unified workflows, bundled conversion tracking, and Web to App Acquisition measurement features.

When: The announcement was made on September 5, 2025, with features becoming available immediately through the Google Ads platform and Help Center configuration.

Where: The expansion applies across Google's advertising network including YouTube, Google Search, Shopping, Performance Max channels, Hotel Ads, and Demand Gen placements (YouTube, Discover, Gmail).

Why: The expansion addresses challenges advertisers face managing campaigns across web and mobile platforms by providing unified workflows, complete attribution visibility, and seamless deep linking capabilities. Google's internal data shows advertisers can see a 2x increase in overall conversion rates when implementing Web to App Connect for YouTube, demonstrating measurable performance improvements for cross-platform advertising strategies.